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显著性是商标获得保护的合法基础,商标的显著性包括识别性和区别性。商标显著性的判断遵从一定顺序。商标的识别性先于区别性存在,因此,应当首先判断相关标志是否具有识别性。判断商标本身是否具有识别性,应当首先判断其能否发挥识别商品来源的作用,不能被当作商标识别的标志不具有显著性。虽然广告语具有宣传和促销的作用,但判断广告语是否具有商标的显著性,应遵从同样的判断原则,应结合其指定使用的商品或者服务,考虑广告语是否属于该商品或服务所属领域常用的或者习惯用语,该商业领域内常用或者习惯的广告语不能被相关公众作为商标识别,不具有显著性,不能作为商标注册。
Significance is the legal basis for the protection of trademarks, and the distinctiveness of trademarks includes both identifiability and distinctiveness. Trademark significance of judgments follow a certain order. The distinctiveness of the trademark precedes the existence of the distinctiveness. Therefore, it should first judge whether the relevant symbol is identifiable. To judge whether the mark itself is recognizable, it should first judge whether it can play a role of identifying the source of the goods, and the mark that can not be regarded as the mark of identification is not significant. Although the slogan has the function of promotion and promotion, it is necessary to judge whether the slogan has the distinctiveness of the mark or not and should follow the same principle of judgments, and should consider whether the slogan belongs to the common use of the goods or services in connection with its designated use of goods or services Or idioms, the commercial language commonly used or customary advertising slogans can not be identified as the relevant public as a trademark, is not significant, can not be registered as a trademark.